From a practical perspective, the subject provides a comprehensive view of marketing management, broadening the student's ability to make effective marketing decisions, covering the evaluation of market opportunities and the development of strategies aimed at better business performance, including the selection of target markets and competitive positioning, value creation, formulation of product, pricing, communication and distribution strategies.

ESSENTIAL TOPICS: Market intelligence and big data; Segmentation, targeting, positioning; Consumer behavior and experience; Product/service policy management, distribution channels, pricing and communication; Sustainability and marketing strategy.